REGITA, SIWI HARDIANI (2020) ANALISIS PENGARUH TARIF PENERBANGAN, CITRA PERUSAHAAN, PROMOSI DAN SERVICE QUALITY TERHADAP PENINGKATAN JUMLAH PENUMPANG ( Studi kasus Pada Pesawat Sriwijaya Air Rute Semarang – Jakarta ). SKRIPSI.
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Abstract
This research is motivated by the increasing needs of society, including in the field of air transportation. Air transportation is one of the most popular types of transportation in today's society. As time goes by, the demand for services using air transportation is increasing and it is demanded to be fulfilled. Sriwijaya Air, as a company engaged in air transportation services, will always provide the best and satisfying service. This study aims to determine the effect of flight fares, company image, promotion and service quality partially on the increase in the number of passengers on the Sriwijaya Air Airplane Semarang-Jakarta route. The population in this study were customers or passengers of the Sriwijaya Air aircraft on the route of Semarang - Jakarta in June - July 2020 and the sample of this study was 100 respondents. The sampling technique is probability sampling with the type of sampling, namely simple random sampling. Analysis of the data used in this study is descriptive analysis and quantitative analysis, the data were analyzed using multiple linear regression analysis with the help of (software) Statistic Package for Social Science (SPSS) version 23. The results of the research by testing the t-test hypothesis partially show that flight fares, company image, promotion and service quality have a positive and significant effect on the increase in the number of passengers. Based on the research results, it can be seen that the research model of the multiple linear regression equation is: Y = - 1,735 + 0,291.X1 + 0,256.X2 + 0,247.X3 + 0,335.X4 + µ. From the regression equation, it can be seen that the variable that has the most dominant influence on increasing the number of passengers is the service quality variable with a regression coefficient of 0.335. And the R2 (R Square) test results in a 0.619 or 61.9% result, which means that the increase in the number of passengers on the Sriwijaya Air aircraft on the Semarang - Jakarta route is influenced by variable flight fares, company image, promotion and service quality, which is 61.9%. and other factors that affect the increase in the number of passengers on the Sriwijaya Air Airplane route Semarang - Jakarta by 38.1% or 0.381 Keywords: airline fares, corporate image, promotion, service quality and increased number of passengers.
| Item Type: | Article |
|---|---|
| Additional Information: | 1617.04.125 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 24 Nov 2020 04:12 |
| Last Modified: | 24 Nov 2020 04:12 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3080 |
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